Opportunity for trade to boost cocktail sales, drinks giant says
A NEW initiative to help operators boost cocktail sales this summer has been launched by the premium spirits division of drinks giant Diageo. 
Claiming that consumer trade-up to premium spirits is a “real and growing trend”, Reserve Brands is promoting a range of summer cocktails based on the spirits in the portfolio, which include Tanqueray No 10, Smirnoff Black, Johnnie Walker Black Label and Grand Marnier.
Selected outlets will be given recommended serves along with point of sale material, including glassware, bar runners and water jugs. A limited number of venues will also have access to a Reserve Brands punch bowl dispense unit, which allows bar staff to make up a quantity of a select cocktail before service begins – saving time for both the bartender and the consumer.
Rob Ward, head of Reserve Brands, said there is a “strong opportunity” for licensees to maximise sales of premium spirits drinks this summer, claiming premium spirits saw 3.3% volume growth in the year to March compared to a 0.7% decline for mainstream spirits.
“With the endless entertaining occasions available across the summer season, we expect premium cocktails to be a popular choice for consumers,” he said.
“Given the busy nature of the period, it’s our mission to support the on-trade and help make life easier for licensees by offering recommended serves for each selected outlet based on the most popular drinks for their clientele.
“The Reserve Brands serves deliver a variety of delicious choices for a range of tastes and also offer licensees the opportunity of trading up to super premium brands for pitchers, delivering a strong profit margin.”
The Reserve Brands activity comes after Diageo ramped up its long drinks joint partnership with Coca-Cola Enterprises ahead of summer.
Launched last year, the long-term collaboration aims to help the on-trade create consistent long mixed spirit drinks.
The ‘together for a better summer’ campaign will see point of sale material appear in 13,000 pubs across the UK, and radio, outdoor and print ads highlighting serves like Gordon’s and Schweppes tonic, Pimm’s and Schweppes lemonade and Smirnoff and Coca-Cola.
